• by Karl Greenberg , November 29, 2015

Toyota Motor Corporation, partly in an effort to spotlight its mobility technology programs, has signed at the highest sponsorship level with the International Paralympic Committee (IPC), in a deal through 2024 as global sponsor. The program, which makes Toyota Worldwide Paralympic Partner, includes sponsorship of the Tokyo Paralympic Games.

The committee says support at that level includes both the summer and winter Paralympic events and global activities surrounding and leading up to the Games. It also involves the Japanese automaker in all National Paralympic Committees worldwide, starting in 2017.

A release says Toyota's sponsorship rights apply only in Japan during 2016, with global privileges beginning in 2017. Toyota says it will use the promotion around its passenger cars, compact mobility vehicles, and commercial vehicles; its mobility services; and mobility support robots.

“The IPC aspires to make for a more inclusive society for people with an impairment through para-sport, however this can only be achieved through mobility for all,” said IPC president Sir Philip Craven, in a statement. “Today the Paralympic Games are the world’s number one sporting event for driving societal transformation.” 

So far, the other Worldwide Paralympic Partners are Visa and European IT services company Atos, per the Committee. Sponsors of next year's games in Rio include Nissan, GE, Omega and P&G. Toyota is also a partner of the Olympic Games Worldwide Partners. Among the other global Olympic top tier sponsors are Coca-Cola, McDonald’s, Acer, Samsung and GE.

Among top sponsors of the Rio games are Bridgestone, Pepsi, Starbucks, Red Bull, Rolex, Unilever, and Subway.